428. Creative Guild Print Ad of the Month for May 1984: JOLLIBEE "THE CHAMP" Langhap-Sarap

BIG LANGHAP SARAP WINS BIG! Creative's Choice for May 1984

The CHAMP “Langhap-Sarap” ad was an introductory campaign of Jollibee ‘s new product intended to be the top of Jollibee’s line of hamburgers and a major competitor of McDonald’s Big Mac. Having noticed that Jollibee is the only hamburger in the country that has a nice smell. Basic’s creative group led by creative director Minyong Ordoñez emphasized this aspect and came up with “langhap-sarap”, which literally means “smell good”. Furthermore, it dramatized the taste superiority of the CHAMP, it having a cooked-in taste that is not present in American burgers. The CHAMP patties boast of being not just plain patties but complete with seasonings, onions, and even enriched with egg.

 “Sapin-sapin ang sarap” was used to introduce the CHAMP’s other fillings like lettuce, tomatoes, pickles, mayonnaise and catsup. Each new ingredient was color printed for emphasis , were pasted together, before finally shot into a transparency, the end result of which is the colored ad of “Chomp, chomp, the CHAMP”.

 CREDITS:

ADVERTISER: JOLLIBEE CORP.

AGENCY: BASIC ADVERTISING

Creative Director: Minyong Ordoñez / Art Director: Roy Babia

Account Executive: Achie Sy / Print Producer: Gerry Arellano

Photographer: Eddie Go / Food Stylist: Lydia Go

SOURCE: ARAL Newsletter issue 1984